Student’s Research
Global Media Journal – Indian Edition/ Summer Issue / June 2011
SOCIAL RESPONSIBILITY OF PRINT MEDIA
Sudipta Sinha
Student (Session: 2008-10)
Department of Mass Communication
University of Burdwan
Website:http://www.buruniv.ac.in
Burdwan, West Bengal, India
Email-id: [email protected]
Abstract: Due to its range of diversified contents, Print media such as newspapers, magazines etc.
have occupied a far-flung acceptance. Descriptions and explanations of incidents with photographs
in detail help us to be aware of what is happening around us. Print media, the oldest media has taken
the responsibility to provide the Indian citizens information regarding various issues ranging from
politics to society; entertainment to sports almost above two-hundred years ago when there was no
existence of electronic media and new media. And through publishing the opinions, perspectives of
the citizens, it has proved itself to be the strongest media. But at present, that vital role through which
print media has occupied a place within the minds of the Indians has been eroded to some extent. This
article focuses on how the Indian print media changes its main responsibilities such as to inform,
educate and entertain people under different circumstances. The style of contents and angle of
photographs deteriorate the standards, credibility and consistency of newspapers and magazines.
Right now, print media should emphasize to regain its lost dignity through modification of their
present activity.
Keywords: Existential Compatibility, Deteriorating standards, Analytical and Logical set-up, Yellow
Journalism, Managing editors
Introduction
Indian media plays a very important role with its indomitable spirit to inform, to educate and
to entertain us regarding different happenings. The invention of new technologies and mixing
up professionalism with it, make the Indian media ready to accept and face any kind of
challenge from the modernized world. Both print and electronic media always try to cope up
with the constraints coming from the changes through liberalization and globalization. Now a
day, a growing tendency between print and electronic media, to compete with each other,
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comes in public. Presently, there is a growing tendency towards competition between print
media and electronic media. Print media is changing gradually. The social responsibilities
that were preserved in the pre-independence era are eroding to some extent. As a result,
chinks are showing in overall performance.
Prior to the independence of the country, print media, the oldest media has won the dignity
for the act of resisting itself from many obstacles. After independence, executing social
responsibility to protect the democracy became one of its main mottos. In tune with that
ideal, newspapers have covered news from different sources and sectors to make readers well
informed. Through responding to the society’s interests and needs, print media continuously
tries to fill up the possible loopholes. To the press, then, it is more important to impart
knowledge regarding the two sides of an issue for the sake of people. To fulfill the purpose,
some newspapers such as “The Hindu”, “The Statesman”, “The Times of India”, “The
Tribune”, “The Hindustan Times”, “The Telegraph” etc. have started their journey. However,
now days, that scenario has changed. The main objectives, depending on which the
newspapers started their journey, have been widely forgotten. The consistency and standard
of the newspapers, magazines are not up to the mark. This has happened subsequent to the
arrival of electronic media.
Changing Dimensions of News Angles
At present, there are so many leading newspapers in India. The content, photographs, and
presentations of different news create an attractive package to draw the reader’s attention. It
is true that competition with the electronic media makes the newspapers insecure. Not only
that, either to survive or to protect the existence, the newspapers are compelled to alter the
house policy, which deteriorate the standards. If we try to evaluate, we can see that the
newspapers have acquired the tendency to provide such types of photographs of many
national and international film stars, celebrities under the name of Page 3 which do not carry
the recognition of good taste. Not only that, the newspapers also provide an extra supplement
just for publishing these vulgar and obscene photographs with cheap news, scandals etc. For
example, the supplements like “Calcutta times” of “The Times of India”; “t2” of “The
telegraph”; “HT City” of “The Hindustan Times” especially emphasize on these matters.
Publishing entertaining facts for sake of informing the public through Print media does not
mean publishing obscene pictures. The magazines such as ‘Filmfare”, “Femina,”
“Anandalok” also show their audacity to bring out obscene photographs of Hollywood and
Bollywood film stars publicly. Without providing these matters with cheap presentation, if
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the media houses are unable to carry out their third aim, then, how was it possible for Raja
Rammohan Roy, M.Gandhi to perform their job properly, and creating demand for the
newspapers which they founded?
On the other hand, we can see that in the name of providing information, some newspapers
publish gory pictures to project death or an incident. But it can affect the sensitive minds of
people of any age. Normally, political issues, religious riots or bomb blast issues carry such
type of photographs. The print media through displaying these, try to hit the sensitive human
minds. Sometimes the descriptions, explanations, comments, editorials prove themselves
enough to create an environment of communal tension. Such evidences are-- Indira Gandhi’s
assassination and anti-Sikh riot ;demolition of Babri Masjid and Hindu-Muslim riot; Rajib
Gandhi’s assassination and LTTE; terrorist attack in Mumbai and India-Pakistan enmity; War
of Kargil and Kashmir issue; issues related to separation of Gorkhaland, Telengana etc. Even
issues related to sports such as Commonwealth Games corruption, malpractices of IPL have
enlisted their names as cover story in the newspapers and magazines. The print media can
make a claim that they are doing their social responsibility by informing the present status of
a state or the whole nation, as the citizens have the right to know all sides of an issue. But
publishing gruesome photographs does not go well with the spirit of social responsibility. It
has made a great impact upon the minds. The impact of these photographs on general readers
is palpable. For example “Sangbad Pratidin”, “Ananda Bazar Patrika”, “Ganashakti”,
“Bartaman” etc. have already crossed the line. Even some political magazines such as “India
Today”, “Sunday”etc. have showcased this damaging trend. In name of carrying out social
responsibility, they are trying to influence the impressionable public.
Some news does not properly maintain the standard of accuracy, truth and balance.
Objectivity and news sense have both been done away with. It can also be seen that instead of
getting information and knowing the two sides of a fact, people keep themselves busy in
criticizing and comparing one newspaper with another. Many times, to increase the
circulation the newspapers publish prohibited photographs and cheap gossips. With the
support of ‘yellow journalism’, the media houses try to become popular. In this case it is true
that information disseminates but in a distorted manner. It is quite obvious that print media
cannot have that high standard of performance, which the general people expect. Another
remarkable matter is that due to the pressure of either house policy or political party or any
financial matter, perspectives of news across newspapers vary. As a result, people fail to
differentiate truth from falsehood. Naturally, they get puzzled to believe the news stories at
one go.
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Again, advertising revenue is the main source of newspapers, magazines. Their tendency is
towards publishing unethical advertisements. Hence, some advertisements of outfits,
accessories, medicines, cigarettes, alcohol are very lucrative through descriptions, which go
beyond the censorship boundaries. Advertisements of astrologers, advertisements related to
offering friendships, even some advertisements looking for bridegroom in classifieds are full
of misleading information. Such an unexpected advertisement does not only increase
discomfort but also corrupt mental transparency of the adolescents and youngsters.
All is not well with the Indian Print Media. It has qualified as the watchdog of our society. It
should represent the society as a whole and work as an instructor of our nation. In case of
newspapers and magazines, the editorial is called the mirror. But right now, this mirror does
not reflect the actual image of today’s reality. Now days as they are very busy in their
different types of jobs, naturally, handling the major proportion of print media is now the
work of other personnel who are not the actual editors but carry almost same responsibility as
of the real editors. Prior to the independence, newspapers were known by their esteemed
editors. But today, both the contents of the daily newspapers and magazines and
measurement of profit and loss are maintained by some executives who are knows as
‘Managing Editors’. Therefore, balancing these two sections affect accuracy and truthfulness
of the print media. The main motto of these managing editors is to popularize the newspapers
and magazines. Naturally, consumerism and commercialization gets the better of service to
the society and hence, the standard is compromised.
Uplifting the Present Position and Convey Social Responsibility
To discuss about the social responsibility of media, the first thing which appears in the mind
is that media is the gateway to knowledge of current events and happenings in different
sectors such as politics, economics, business, sports, entertainment, local news, science,
regional news, and news of foreign countries etc. When the balance and accuracy of
information dwindles, the general people become irritated with the performance of print
media. Therefore, to change this position print media should uplift itself by providing
information regarding new trends of the world, the country and each state in the same
manner. No such type of bias people would accept with an open mind. They should not
publish baffling comments or opinions so that people get puzzled to judge the matters
through their own analytical and logical power. People have the right and ability to judge the
matters and take decisions of their own. Only media should inform both the positive and
negative side of an issue. Media should not work as a catalyst.
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Secondly, the responsibility of media is, instead of presenting erosion of our social status, to
devote itself in emphasizing upon developmental issues. News related to innovation,
discovery, improvement of every sector will encourage the people. Such enthusiastic
activities of media can reach the country and help it to occupy a remarkable place in the
world. Thirdly, if media look forward to satisfy the needs of social welfare for the vulnerable,
weaker and suppressed sections of the society it would be easy for them to return on track.
Media for instance highlight the projects, schemes, plans of the higher authorities of distinct
sectors. Likewise, it also informs regarding delays and non-implementation of work. Further,
media should emphasize on solutions rather than problems. In other words, newspapers and
magazines should play an active part in resolving conflicts rather than instigating them.
Respecting the rules of both media law and social law, print media have the strength to build
peaceful social relations within the citizens of our country. They have the power to attract the
attention of the people, motivate and mobilize them for doing social work for the sake of
uplifting our nation. Print media has already played decisive role against various social
problems and exploitations. Now the time has come to be more careful about their deeds.
Again, local newspapers or the small newspapers play very important role in providing local
information. Some incidents, which have taken pace in the remote areas or small towns are
covered not by the reporters of leading newspapers but by the reporters of the small
newspapers. On behalf of them, they play greater social responsibility.
Only media has the power to hasten the ‘familiarization processes’. One of the most distinct,
dignified, and identical media is the print media among other mass media. It is the social
responsibility of print media to establish the norms and notions of the acceptable matters in
the minds of public. Through the presentation of media people can easily accept the familiar
things and reject the unfamiliar matters.
Case Study
The two leading newspapers “The Statesman” and “The Hindu” have started their journey in
1875 and 1878 respectively. Till today they have retained their standards. Almost all types of
news with photographs carry the recognition of good taste and new trends. These newspapers
do not publish anything that violate law or cross the limit of acceptance. The general
reporting standard maintained by these newspapers is also high. They stay away from
publishing photographs which are objectionable or unacceptable. Therefore, these
newspapers have proved that without bringing out such defaming matters, it is possible to
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survive in face of competition and other obstacles. Thus, these two newspapers are
contributing to the society and carrying out their social responsibility.
Conclusion
It can be said that it is perhaps not possible to maintain the high standards which the
newspapers had prior to independence. It must come to terms with the present day
necessities. The nature of contents may change to meet the demand of people. Through
rationalistic views and logical setup of content construction, a newspaper or magazine can
raise the standard. Indian citizens have the ability and competence to judge the printed
version. In this regard, pattern of composition of an incident becomes inevitable for executing
publishing performance and invoking better appraisal from people. Keeping the main
responsibilities unchanged, print media can provide all types of information so that it can
establish itself as a real watchdog.
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